27-Jul-2022 - SuperMeat

SuperMeat Signs Agreement with Switzerland's Largest Supermarket and Meat Manufacturer, Migros

Foodtech co. makes strides toward cultivated meat commercialization through partnership with European grocery, foodservice, and manufacturing giant to produce and sell cultivated meat products

SuperMeat, a foodtech company working to supply the world with high-quality cultivated meat, announced that they have signed a Memorandum of Understanding (MOU) with Switzerland's largest retail supermarket chain and leading meat manufacturer,Migros, to expedite production and distribution of cultivated meat at a commercial scale. As part of the partnership, Migros invested in SuperMeat, indicating that the industry sees a strong interest among consumers in alternative proteins.

Working together, the two hope to solidify an infrastructure to distribute and sell meat on a wide scale to meet the demand of the European consumer looking for more efficient and sustainable alternative products. With Migros' direct consumer relationships, the companies will be better positioned to serve customers and provide product assortments that better match consumer needs.

"We are thrilled to be working with a prominent foodservice partner like Migros as we move toward our joint vision of producing cultivated meat on a mass scale," said Ido Savir, CEO SuperMeat. "Their expertise and reach in food production and grocery paired with SuperMeat's advancements in the industry will set the stage to bring cultivated meat to European consumers in the near future."

Migros believes in supporting a future of alternative proteins in many forms. In addition to the work with SuperMeat, Migros recently partnered with Swiss companies Givaudan and Bühler to establish The Cultured Food Innovation Hub, with the goal of building a pilot plant to further research and grow cultivated meat.

"As consumers demand more sustainable, healthier, and alternative protein products, Migros wants to ensure it is prepared to meet the needs of this growing customer base when the time comes," said Matthew Robin, CEO ELSA-Mifroma, a Migros Group company. "Having the opportunity to taste SuperMeat's cultivated chicken personally at their restaurant in Israel, I was very impressed with how similar this was to traditional chicken, confirming my conviction of the potential for this technology to change the meat industry." 

The announcement is part of several vital steps SuperMeat is taking to move forward the commercialization of cultivated meat, including the development of the first open-source system aimed at identifying the most cost-effective cell feed, reducing production costs for the industry. Last year, SuperMeat also signed a memorandum of understanding with PHW Group, one of Europe's largest poultry producers and the only company from the meat industry to rank among the 50 Sustainability & Climate Leaders, to manufacture and distribute cultivated meat at a large scale for European consumers.

Facts, background information, dossiers
  • plant-based food
  • meat alternatives
  • meat products
  • Israel
  • Migros
More about SuperMeat
  • News

    Ajinomoto Co., Inc. Invests in SuperMeat, a Cultivated Meat Startup

    Ajinomoto Co., Inc. (“Ajinomoto Co.”) has decided to collaborate with SuperMeatthe Essence of Meat Ltd. (“SuperMeat”), a food tech company engaged in the development and production ofcultivated meat. As part of this collaboration, Ajinomoto also invests in SuperMeat, as one of its corporate ... more

    Israeli startups join firms making lab-grown 'clean meat'

    Several Israeli start-ups have joined a handful of companies around the globe trying to develop lab-grown meat, something they see as a solution to the needs of the world's ever-growing population and burgeoning demand for food. The product has been known under different names, including cu ... more

  • Companies


    The company was founded to address the technological and ecological challenges in feeding a growing global population. SuperMeat is an ideologically and scientifically driven effort to create a humane, animal-free solution, to nutritional security, which will drastically reduce carbon emiss ... more

More about Migros-Genossenschafts-Bund
  • News

    CoffeeB: Migros launches the world's first capsule-free coffee system

    It's the biggest product innovation in Migros' history, and it promises to radically change the coffee industry: Migros is launching CoffeeB, the world's first coffee capsule system that works entirely without a capsule. It is made possible by a small, fully compostable ball of pressed coff ... more

    M-Industry participates in Foodtech startup InnovoPro

    InnovoPro is an Israeli foodtech start-up that uses innovative technological processes to produce high-quality protein concentrate from chickpeas. With this investment, the M-industry secures access to know-how and raw materials. For the food industry, chickpeas are an interesting alternat ... more